The Effect Of Promotion On Purchase Decision at PT. Jaindo Metal Products In Bandung
Abstract
This research aims to determine the effect of promotion on purchasing decisions at PT. Jaindo Metal Products in Bandung. The method used is explanatory research with a sample of 86 respondents. The analysis technique uses statistical analysis with regression testing, correlation, determination and hypothesis testing. The results of this research variable promotion obtained an average score of 3.811 with good criteria. Purchasing decision variable obtained an average score of 3,911 with good criteria. Promotion has a positive and significant effect on purchasing decisions with a regression equation value of Y = 9.701 + 0.326X, and a correlation coefficient value of 0.649 or has a strong level of relationship with a determination value of 42.1%. Hypothesis testing obtained a significance of 0.000 <0.05.
Keywords: Promotion, Purchase Decision.
References
Algifari. (2015). “Analisis Regresi untuk Bisnis dan Ekonomiâ€. Yogyakarta: BPFE.
Arikunto, Suharsimi (2014). “Prosedur Penelitian Suatu Pendekatan Praktekâ€. Jakarta: Rineka Cipta.
Ariyanto, A., Nuryani, A., & Sunarsi, D. (2020). Pengaruh Store Atmosphere Dan Promosi Terhadap Keputusan Pembelian Pada Alfamart BSD Tangerang Selatan. Jurnal Ekonomi Efektif, 3(1).
Erlangga, H. (2020). The Challenges of Organizational Communication in the Digital Era. Solid State Technology, 63(4), 1240-1246.
Erlangga, H., Sifatu, . W. O., Wibisono, . D., Siagian, . A. O., Salam, . R., Mas'adi, . M., Gunartin, ., Oktarini, . R., Manik, . C. D., Nani, ., Nurhadi, . A., Sunarsi, . D., Purwanto, . A. & Kusjono, . G. (2020) Pharmaceutical Business Competition in Indonesia: A Review. Systematic Reviews in Pharmacy, 11 (10), 617-623. doi:10.31838/srp.2020.10.92
Freddy Rangkuti (2016) Strategi Promosi Yang Kreatif, Edisi Pertama, Cetakan Pertama Jakarta: Gramedia Pustaka Utama
Freed Luthans (2016) Organizational Behavior, McGraw-Hill, New York.
Griffin R.W., & Ronald, J.E. (2003). Dasar-Dasar Pemasaran. Jakarta: Raja
Haque, MG., Munawaroh, Sunarsi, D., (2020). Analysis of SMEs Culinary Marketing Strategy During Covid 19 Pancemic: A Study at “Sate Bebek Cilegon†Resto in Cilegon, Banten. International Journal of Education, Information Technology, and Others. Vol.3. Issue 2
Henry Simamora (2005), Manajemen Sumber Daya Manusia, STIE YKPN Bandung.
Istijanto (2014) “Riset Sumber Daya Manusiaâ€. Jakarta: PT. Gramedia Pustaka
Jasmani, J. (2019). The Effect of Liquidity and Working Capital Turnover on Profitability at PT. Sumber Cipta Multiniaga, South Jakarta. PINISI Discretion Review, 3(1), 29-38.
Jasmani, J., & Sunarsi, D. (2020). The Influence of Product Mix, Promotion Mix and Brand Image on Consumer Purchasing Decisions of Sari Roti Products in South Tangerang. PINISI Discretion Review, 1(1), 165-174.
Kasmad, K., Mustakim, M., & Sunarsi, D. (2020). Increasing Community School Interest Through Service Quality, Prices and Promotion in Vocational High Schools. Journal of Educational Science and Technology (EST), 6(2).
Keller dan Amstrong (2017) “Prinsip-prinsip Pemasaranâ€. Edisi Kedua Belasâ€. Jilid Satu. Jakarta: Erlangga.
Kevin Keller dan Amstrong (2017) Prinsip-prinsip Pemasaran, Edisi Kedua Belas, Jilid Satu, Jakarta: Erlangga.
Kharis, Ismu Fadli (2011). “Studi Mengenai Impulse Buying dalam Penjualan Onlineâ€. Semarang : Skripsi Universitas Diponegoro
Kotler & Keller (2016) “Manajemen Pemasaranâ€. PT. Macaman Jaya Cemerlang. Jakarta.
Lesmana, R., Sunardi, N., Kartono, K., Rudy, R., & Sumiaty, R. Y. (2020). Implementasi Manajemen dalam Meningkatkan Minat Baca Warga Desa Cihambulu, Kec. Pabuaran, Kab. Subang, Jawa Barat. Jurnal Abdi Masyarakat Humanis, 1(2).
Lupiyadi, Rambat (2016) Manajemen Pemasaran Jasa edisi 2 , Jakarta : Salemba Empat.
Philip Kotler (2017) Manajemen Pemasaran, Edisi Keempat Belas, Jakarta: PT. Indeks.
Rao, Purba, (2012). “Measuring Consumer Perceptions Through Factor Analysisâ€, The Asian.
Santoso, Singgih (2015). “Menguasai Statistik Multivariatâ€. Jakarta: PT Elex Media Komputindo.
Sudjana (2014) “Metode Statistikaâ€, Bandung: Tarsido.
Sugiyono (2017), “Metode Penelitian Administrasi : dilengkapi dengan Metode R & Dâ€. Bandung: Alfabeta.
Suhartanto (2014). “Metode Riset Pemasaranâ€. Bandung: Alfabeta
Sunarsi, D., & Baharuddin, A. (2019). The Effect of Service Quality and Price Accuracy on Consumer Confidence and Implications for Sales Increase. PINISI Discretion Review, 3(2), 101-110.
Susanti, N., & Jasmani, J. (2020). The Influence of Product Quality and Service Quality on Customer Satisfaction at Mitra 10 in Depok. Jurnal Office, 5(2), 75-84.
T Triyadi, U Ahidin, J Jasmani - Jurnal Manajemen, Bisnis dan Organisasi (JUMBO), 2019. Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada PT. Surya Karya Prima Di Jakarta.
Yanti, L. (2021). Analisis Kinerja Pegawai Berdasarkan Aspek Kepribadian Diri. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 1(1), 27-33.
Juliati, F. (2021). The Influence Of Organizational Culture, Work Ethos And Work Discipline On Employee Performance. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 1(1), 34-39.
Agustine, C. (2021). ANALISIS RASIO LIKUIDITAS, RASIO PROFITABILITAS, DAN RASIO SOLVABILITAS UNTUK MENILAI KINERJA KEUANGAN PERUSAHAAN PADA PT. SURYA TOTO INDONESIA TBK PERIODE 2010-2018. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 1(2), 68-76.
Baeli, J. (2021). Analysis Of Tax Compliance Based On Psychological Factors And Tax Administration. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 1(3), 87-94.
Majid, I. K. (2021). Governance-Based Library Management, More Effective and Efficient. AKADEMIK: Jurnal Mahasiswa Humanis, 1(2), 68-76.
Karim, I. N. (2021). CORRELATION ANALYSIS: Are Religious Scavengers More Motivated?. AKADEMIK: Jurnal Mahasiswa Humanis, 1(2), 59-67.
Ulfah, M. (2021). Building Teacher Performance Based Islam Religious Values. AKADEMIK: Jurnal Mahasiswa Humanis, 1(1), 9-17.
Mukminat, S. S. (2021). Realitas Kinerja Dosen, Apa Dampaknya?. AKADEMIK: Jurnal Mahasiswa Humanis, 1(1), 1-8.
Iswardani, W. (2021). Hydroponic Vegetable Production Planning at Plantation Parung Farm Bogor. AKADEMIK: Jurnal Mahasiswa Sain & Teknologi, 1(1), 8-15.
Indra, W. (2021). Detection of Gen C/EBPα Encodes the Meat Quality. AKADEMIK: Jurnal Mahasiswa Sain & Teknologi, 1(1), 24-32.
Downloads
Published
Issue
Section
License
Open Access
HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.
Copyright
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. Authors or others are allowed to multiply article as long as not for commercial purposes. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
Disclaimer
No responsibility is assumed by publisher and co-publishers, nor by the editors for any injury and/or damage to persons or property as a result of any actual or alleged libelous statements, infringement of intellectual property or privacy rights, or products liability, whether resulting from negligence or otherwise, or from any use or operation of any ideas, instructions, procedures, products or methods contained in the material therein.
